Advertiser: DHL EXPRESS AUSTRALIA
Agency: CLEMENGER PROXIMITY
Category: Business Products & Services
Advertising campaign: THE IMPORTED AD
Senior Account Director: Cate Stuart- Robertson (Clemenger Proximity Sydney)
Executive Creative Director: Paul Nagy (Clemenger Proximity Sydney)
Creative: Tom Russell (Clemenger Proximity Sydney)
Planner: David Halter (Clemenger Proximity Sydney)
Campaign Manager: Henry Welch (Clemenger Proximity Sydney)
Group Account Director: Emily Perrett (Clemenger Proximity Sydney)
Creative: Katrina Jarratt (Clemenger Proximity Sydney)
Creative Director: Rebecca Carrasco (Clemenger Proximity Sydney)
Head Of Craft: Tim Mcpherson (Clemenger Proximity Sydney)
Implementation
To achieve our response rate of 3%, we sent our target their very own DHL import. We took out an ad on the front page of a Chinese newspaper. The ad – the only English ad in the entire paper – promised small business owners in Australia that we would have a copy in their hands within three days. We then put our import service to the test and delivered every newspaper on time. By showing our service in action and putting our credentials on the line, we left business owners believing DHL is a freight company they can truly trust.
Client Brief Or Objective
The main objectives were to drive leads through an online registration and get small business owners to start importing with DHL Express. The target audience was small business owners in Australia. There were two segments: cross-sell customers who use DHL but not for imports, and lapsed customers who have previously used DHL for imports but stopped shipping. For these small business owners, freight had become a commodity. The major players all say they can deliver, but small business owners needed real proof as research revealed their livelihood literally depended on delivery speed and reliability. So we decided to prove ours.
Execution
Every step of the Imported Ad campaign was a demonstration of DHL Express in action. The newspapers were packed in Shanghai by DHL handlers, flown in a dedicated DHL plane to Australia, distributed across the country and then individually hand delivered by DHL drivers. Yes, all within the promised three days.
Outcome
Firstly, it was crucial to the success of the campaign that all the newspapers were delivered on time. And they were. In fact, over 60% of the papers were delivered early – within just two days. This led to the highest response rate of the entire year.Better yet, we increased our response rate by 85% amongst our lucrative cross sell market, meaning we acquired customers that we know are highly profitable. Three months later, an incredible 100% of leads generated from the campaign are now regularly importing with DHL.